U.S market leader Mars Temptations launched their biggest brand extension in edible cat treats ever.
This was about sizing up a task and following our animal instincts, looking beyond a TVC sting to a better solution.
We interrogated an emotional selling point with our audience and realised it could just as easily have been an emotional rejecting point if we pitched it wrong.
This led to finding an opportunity not only in communications, but in culture, for the brand to seize and own - despite a seemingly saturated internet of cats.